Home Gallery Video Acura What He Said David Lee Roth's Squeals Highlight the Curves of the Acura NSX in Brand's Super Bowl Ad Classic Van Halen Song 'Runnin' With the Devil' Backs Big Game Spot By E.J. Schultz. Published on Jan 29, 2016 Editor's Pick Acura's NSX supercar stars in the brand's 30-second Super Bowl ad, with a serious soundtrack to match. David Lee Roth's squeals from the classic Van Halen song "Runnin' with the Devil" accompany shots dramatizing the car's sleek lines and curves, as well as the production process involved in making the NSX. Extreme close-ups portray melting aluminum, sparks flying and the engine revving. The ad is running in the first quarter and was created by Mullen Lowe, Los Angeles. The product-first approach runs counter to typical Super Bowl ad formulas of using celebrities, talking animals, one-liners, or tear-jerking scenes. "This is one of those products that you just want to let it speak for itself and you don't want to get in the way of that message," said Leila Cesario, Acura's manager-national advertising. With a starting price tag of $156,000, the Acura NSX supercar might be the most expensive product appearing in a Super Bowl ad this year. Acura estimates annual demand for the made-to-order car at just 800 vehicles annually. So why spend the estimated $5 million it costs to run a 30-second Super Bowl ad on a niche product that the majority of people watching the game probably cannot afford? According to Acura, the goal is to use the flashy car to highlight the Acura brand's new "precision crafted performance" marketing theme and also win some love for lower-priced models. "This car is a representation of precision crafted performance and we are looking for the halo effect on all of our models," Ms. Cesario said. Acura used a different tactic when it last appeared in the game in 2012. That ad featured Jerry Seinfeld battling noted gearhead Jay Leno for the first NSX off the production line. This year's ad uses red, white and blue colors in a subtle move to call out the vehicle's U.S. roots. Acura, which is owned by Honda, says the NSX is "the only supercar designed, developed and manufactured in the U.S." Global production will begin this spring at a manufacturing center in Marysville, Ohio. Consumers can begin ordering the car on Feb. 25, the ad points out. The ad represents the first time Van Halen has allowed "Runnin' with the Devil" to be used in an ad, according to Acura. The Van Halen brothers are apparently fans of the NSX. Read more about the campaign over at AdAge.com. Rate this Ad You must be registered to rate the ad. Please Login or Register Now About CreditsDateJan 29, 2016Agency:Mullen Lowe CCO:Mark WennekerClient:AcuraECD:Margaret KeeneVP, Director of Creative & Content:Dylan SchwartzCD:Emile DoucetteCopywriter:Eileen MossArt Director:Kristina LitvinArt Director:MyTran DangSr. Broadcast Producer:Mary DoningtonSr. Business Affairs Manager:Davina TurnbullMusic Supervisor:Danica BatesManaging Director:Cameron McNaughtonSVP Group Account Director:Nicole NeopolitanAccount Director:Courtney CalvertAccount Supervisor:Nancy RamirezSr. Account Executive:Kylie MuggProduct Knowledge Director:Curtis MillwardSVP Director of Strategy:Tom DonovanSr. Brand Strategist:Alex SharkeySr. Project Manager:Veronica De La RosaProduction Company:A White Label ProductDirector:Joe WrightExecutive Producer:Ellen ClarkeExecutive Producer:Annique De CaesteckerHead of Production:Mari GeraciProducer:Ron MohrhoffDP:Ross McLennanEditor:Bruce HerrmanEditorial:Lost PlanetAssistant Editor:Sterling RobertsonExecutive Producer:Gary WardProducer:Tim KirkpatrickColor Correction Studio:Company 3Colorist:Siggy FerstlSr. Producer:Matt MoranVFX:MPCVFX Supervisor:Benji DavidsonVFX Supervisor:Mike WyndHead of CG:Jason SchugardtCG Artist:Mike WyndCG Artist:Andrew PriceCG Artist:Brendon EchsnerCG Artist:Hayley O'NeilCG Artist:Jacob PatrickCG Artist:Jaemin LeeCG Artist:Jessica GroomCG Artist:Matt BurnsCG Artist:Matthew MaudeCG Artist:Nate UsiakCG Artist:Parker SellersCG Artist:Steward BurrisCG Artist:Ajai V JohnCG Artist:Inigo Vimal RoyCG Artist:Jyoti Prakash PandaCG Artist:Sumesh ChammancheriFlame Artist/Compositor:Benji DavidsonFlame Artist/Compositor:Gustavo BellonFlame Artist/Compositor:Michael DobbsFlame Artist/Compositor:Warren PaleosHead of Production:Jeff WernerExecutive Producer:Lexi SternProducer:Hillary ThomasAudio Post:Lime StudiosAudio Mixer:Rohan YoungAudio Mixer:Zac FisherAudio Assistant:Ben TomastikAudio Assistant:Kevin McAlpineExecutive Producer:Susie BoyajanTrack Name:"Runnin' With The Devil"Artist:Van HalenSee more credits TagsSuper Bowl 50 automotive CategorySuper BowlTVC Industryautomotive Latest Creativity News on Ad Age Agency Brief: Where Is Everybody? Gallegos United Has a New CCO, Arnold Hires Alfson, Low Joins Ogilvy Beijing 'I Have a Huge Idea:' Wyclef Jean Wants to Work With Brands Related work Acura: Force + Field Acura: Warp + Speed Acura: Geek + Chic MullenLowe L.A.